Fast Company

Name Game

Even though the Comcast-Disney to-and-fro continues, a director for a corporate branding firm raises the question of whether Comcast should keep the Disney name as part of the potential merged organization. Rather than go with a variation on Comcast-Disney -- a la AOL Time Warner -- the executive says, "The gutsy move would be to call it Comcast."

That feels a bit odd, given that Disney is a name renowned worldwide. But perhaps the branding agent has a point:

The Disney name doesn't have to be on the door, so long as it is featured prominently where it counts, on Disney theme parks, movies and toys, he said.

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